AI is not only changing the way we work as marketers, it’s also reshaping consumers’ relationship and understanding of brands.

GEO – Generative Engine Optimisation- will soon be a key focus for brands and this is profoundly different from SEO- Search Engine Optimisation.

While in SEO, brands can pretty directly influence how a search engine finds them and how it presents them, in GEO there is far less control over brand interpretation. AI systems behind GEO excel at identifying genuinely helpful, authoritative content and summarizing what they deem most truthful, regardless of optimization tricks.

This is where authenticity steps in. Yes, brands need to be purpose-led, but we’ve been saying that for long time. In fact, a clear, credible purpose is more important than ever. Consumers are now relying on AI to summarise and recommend choices , so AI needs to ‘get’ why your brand is a better choice than other brands and  believe in its purpose. This means being genuinely truthful and transparent throughout the brand experience across all touchpoints, through the value chain, with a genuine commitment and journey towards sustainable outcomes.

So what does this mean for creating strong brands in the  GEO AI world?

 

  1. Develop a clear and authentic purpose, which is single-minded, credible and coherent,  wrapping this up into a compelling brand idea
  2. Back up the purpose with verifiable information and validation .AI will do the work for consumers to assess the truthfulness of a brand’s purpose and claims, because it will base its findings on  “authority signals” – original quantitative data, expert quotations with clear credentials, unique insight, clear FAQs references to other sources AI trusts, and other external validation
  3. Don’t forget emotion. If this is all beginning to sound a little dry, don’t forget that there is a risk of it being pretty dry for consumers too; if anything, AI makes it quick and easier for us to grasp the rational stuff, leaving space and time to make choices based on the heart as well as the head.
  4. Have real conversations. There is a danger of drifting away from what people really think and feel, so we need to check in with real people from time to time to ensure that we are getting under the skin of everyday life and spotting the niche opportunities that could become the big opportunities of the future.